• Dr.Komaldeep Randhawa

Abstract The Indian advertising diaphragm has evolved over the last 70 years and in the course of this time has managed to reflect the varied social and economic changes the country has experienced. The portrayal of women in Indian advertisements is a tragedy and a delight hand in hand. From creating stereotypes then to attack the same stereotypes, the advertising agencies in India ace the art of manipulating the consumer. Much of the controversy stems from the way many companies use advertising as a selling tool and also in the manner they wash their hands off from its impact on society’s tastes, values and lifestyles. The amount companies invest in social causes has grown extraordinarily in recent decades. One social cause that has gained momentum with companies is “femvertising”—the celebration of women empowerment through advertisements. Examples include Dove’s “real beauty” campaign and the “like a girl” challenge by Always. The research aims to examine whether organisation’s employing femvertising in India actually encourage women empowerment in their organisations by having more women representation in their top management, female benefits and support of women’s development and issues. Content Analysis has been used to examine the critical relationship between femvertising and authenticity.

Brand image, authenticity, femvertising, brand identity.

"Femvertising and Authenticity: Examining the Integrity of Femvertising Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.336-341, June 2019, Available :http://www.jetir.org/papers/JETIR1908052.pdf

"Femvertising and Authenticity: Examining the Integrity of Femvertising Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp336-341, June 2019, Available at : http://www.jetir.org/papers/JETIR1908052.pdf